Does the distance matter? (Shopping at Trnava market - Trnavsky rinek)

The aim of the paper is to evaluate the consumer's behaviour at the occasional market in Trnava - Trnavsky rinek. The paper focuses on the characterization of a typical market visitor as well as on delimitation of the market's trade area. Data was obtained from a questionnaire survey (n = 335). A one-dimensional ANOVA model, chi-square test and Mann-Whitney U test were used to test the hypotheses. Consumers come mainly from the cities and smaller countryside parts within a distance of 60 km. Based on the results of the hypothesis testing, it was confirmed that the time spent at Trnavsky rinek depends on the trade areas from which the visitors come. There is no statistically significant difference between the amount of money spent at Trnavsky rinek and the trade areas of the visitors' residence. The overall satisfaction with Trnavsky rinek does not depend on the trade areas from which the visitors come. The knowledge obtained from this research leads to a more detailed understanding of the consumer's behaviour and can be used to plan alternative places of consumption.